CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
5.3 Limitations and Suggestions for Future Research
Although the current study is comprehensive, some limitations need to be considered. First, the study focused only on exhibitors’ perspectives and endeavored to conclude that they are possible exhibition motivations. T h u s , further studies should consider examining the motivations from the other stakeholders’ perspectives, such as visitors. This consideration will contribute to a more comprehensive measure of the dimension and comparison of the two distinct groups, providing meaningful implications for PEOs and CVBs to organize successful exhibitions and attract more participants to their business events.
Second, the exhibitions considered in this study were geographically limited to Thailand. Hence, the managerial implications may not be transferable to other cities or countries. Other country and contextual studies can be conducted to examine the exhibition motivational attributes in different geographic contexts.
Third, this study focused specifically on business-to-business exhibitions as its core interest. Therefore, discoveries from this study cannot be changed to other types of exhibitions, for example, consumer shows and consolidation exhibitions (trade and consumer functions).
Fourth, exhibitions are normally divided into several industries based on their product and target market. However, this study did not separate one from the other and combined all segments under the broad terminology of exhibitions. Therefore, segmentation of the exhibitors into the homogenous industry sector would be appropriate for future studies.
Fifth, how the questionnaire was distributed could also be a limitation. PEOs were recruited to assist with collecting data and then invited their exhibitors to participate voluntarily in the online survey using an e-mail invitation. Thus, sampling was not systematic but rather convenience sampling. Besides, E-mail messages announcing surveys are frequently interpreted as junk mail and are deleted without hesitation from the mailbox or automatically diverted by screening programs; therefore, the control of the population is very difficult to obtain.
Sixth, this study is due to the unique time frame in which this study was conducted. Data were collected during a time of Coronavirus pandemic and world economic uncertainty. Therefore, future research on this topic is recommended to see if there are differences in the degree of exhibition motivational attributes, exhibition participation, and business performance during times of post-pandemic and economic stability.
Lastly, in the future, researchers should investigate additional moderating variables, such as socio-demographic, behavior characteristics, and nature of the events.
Incorporating significant moderating factors into the framework could yield richer insight into exhibition strategies and operations.
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